The most typical example of user experience diagram, which is quoted by many articles, should be the European railway ticket purchasing experience diagram drawn by Chris riston.
The contents and elements of the user experience map are as follows:
Area A: The user model provides a description range for the map by assigning (1) the role ("Who") and (2) the scene ("What") to be verified.
Area B: The core of the map is the visual experience process, and the paragraphs of the experience process are usually aligned (3). Users' behaviors (4), thoughts (5) and emotional experiences (6) in the whole experience process can all be displayed through quotes or videos in the survey.
Area C: The analysis should be different according to the business objectives supported by the map. It can describe the findings in the research process and the pain points of users, as well as the development opportunities (7) and ownership (8) of a certain focus direction.
Recording: intuitively express what users see, hear, think and do with words and graphics;
Decomposition: decompose the process of users using products layer by layer;
Discovery: experience the problem points in the process and find the opportunity points;
Empathy: in the communication and discussion with the team, members can have more sense of substitution and consider the product from the perspective of users.
Take the second-hand trading platform as an example, let's analyze it in detail.
Through some observation records, behavior research, questionnaire survey, user interviews and other methods, a large number of real and effective user data have been obtained. User experience diagram is an effective way to sort out user's problems based on facts, so it is necessary to reserve a lot of time for fact research in the early stage.
Taking second-hand e-commerce as an example, I simply collected some comments and feedback from users on Apple store reviews, post bars, forums and other online platforms. To sum up, everyone is saying: there is no standard for pricing and valuation, problems of both sides are mixed, there are many swindlers, and the trust guarantee is not perfect.
Second, determine the user portrait. Since the user experience diagram is to sort out the user's experience problems in using products, then we need a typical user as the carrier of these problems, which will make the user experience diagram more realistic.
Analyze the records of the previous research, and extract the user's behavior (doing), emotion (feeling) and thinking (thinking) according to the user's needs to be determined. And summed it up in concise sentences as follows:
Do: I+ verbs … for example: I publish goods;
Feeling: feeling … for example, I feel so angry every time I use the App;
Thinking: I think ... For example, I think the security system should be more perfect.
After the analysis, you can write down "behavior" and "emotion" on the post-it notes to facilitate the subsequent sorting and grouping. The "behaviors" are sorted according to the logical order of achieving user goals, and divided into several stages, and key nodes are found in each stage. Whether the criteria for defining the qualifications of key nodes are objective and whether the corresponding user experience is comprehensive, empathy diagram can comprehensively describe what users see, think, hear and say in a given environment, thus summarizing the pain points of users and what they want to change.
After a lot of real data accumulation and analysis, drawing a user experience map is actually just filling in according to the template. I made a user experience chart of buying second-hand goods on salted fish according to the general template.
Aiming at the user's emotional curve and extracted pain points on the user experience graph. The product team can organize team brainstorming, explore opportunities and explore feasible solutions according to their own experience or do some competitive product analysis.
(1) Define which business objectives the user experience map will support;
(2) Based on facts;
(3) who will use it;
(4) Who you are talking about and what kind of experience you will present;
(5) how to enjoy it;
(6) Your user experience map should be "focused", "social" and "real".
(1) Ignore the previous thinking about the product and be busy making drawings; ;
(2) according to their own experience or cognition, determine the stage in the picture;
(3) Don't add channel information on the map prematurely;
(4) Don't passively ingest information. It is best to compare the brainstorming diagram within the team with the output.
[ 1]? Travel Map in Real Life —— A Survey of UX Practitioners
[2]? Tang Xiaolan: Analysis of User Experience Map
[3]? Stellar Beauty: Starting from dry goods, how to make a user experience map effectively?
[4]? Dai Dai: Practicing User Experience Map with Research Method
[5]? How to Create Uncle Erdong: Customer Journey Map
[6]? Irio Lee:[ Translation] Timing and Method of Establishing User Experience Map
[7]? Wei Xiang: User Experience Diagram from Application Scenes to Drawing Steps
[8]? Annie: How to build a user experience diagram is a compulsory course in user research.
[9]? Xiao Jing: I see trees and forests.
[ 10]? Niu Niu _pp: Some Mistakes in Making User Experience Diagram
[ 1 1]? 5 Steps to Successful Customer Journey Mapping
[ 12]? Let Everything Be Visible —— How Visual Designers Use Experience Map Tool —— Tencent CDC